Abstract:
Purpose: This research work has been accompanied with an aim to determine the impact of
buying attitude of consumer toward online advertising process of beverage industry in
Pakistan focusing on different components of advertising process.
Research Methodology: This research study is descriptive in nature because in this study
primary data has approached to determine the impact of online advertisement process on
consumer buying behavior in beverage industry in Pakistan. This research study is primary in
nature because this study employed primary research approach. The targeted population of
current research study is consumers of beverages residing in Karachi city. This research
study employed non-probabilistic sampling technique to get sufficient number of responses
on designed sample size. The sample size of current study is around 384. This study used
survey technique to collect responses. This study used questionnaire as a data collection
instrument to get responses on different questions incorporated within the body of
questionnaire. The statistical technique employed during the study is multivariate regression
model.
Findings of the Research: The results of study reveal that there is significant and positive
impact of product information, social integration, institutional composition and technical
composition on consumer’s buying behavior in beverage industry in Pakistan. It is also
evident that the impact of social integration and technical composition is more significant in
comparison of other components.
Practical Implications: This study provided with useful information to selected components
with their relative importance to enhance the quality of advertisement process in sales
development process of beverage industries.
